Gut Health
Today with me I have Laurel Bright, director of wellness at Activia, to speak on gut health, the impact your gut can have on immune health – something people are prioritizing more and more coming out of the pandemic. Thank you for joining me and discussing this topic!
Gary Drenik: In a booming market for health-forward and functional foods with so many new, innovative options, how does a brand like Activia stand out amidst a crowded space?
Laurel Bright: While probiotics and prebiotics are among the biggest trends in functional foods and lining grocery store shelves, not all of these products are created equal. It’s important that people do their research to make sure that their choice of probiotics is backed by science. Consumers can rest assured that the claims on Activia products are backed by over 20 years of research and substantiated by clinical trials – with our science publicly available on our websites and on a medical literature database. That is one of the reasons Activia is the #1 doctor-recommended probiotic brand in the probiotic space with millions of Americans relying on Activia for its gut health benefits but also for its delicious taste which is especially appealing to consumers.
We’re also always looking for ways to innovate based on evolving consumer needs, which prompted the introduction of Activia+ – the first Activia product with nutrients to help support your immune system with Vitamin C, D, and Zinc.
Drenik: With consumers desiring all different types of health benefits these days, why did the innovation team at Activia decide to focus on gut health and immune system for the new Activia+?
Bright: There has been an increasing focus on the importance of supporting a healthy immune system. With 70% (IRS POS Data Week ending February 28th) of your immune system living in your gut, it’s no surprise that 77% (KRC Research) of adults are looking to particular foods and products to support their immune system. As a probiotic pioneer and modern gut health innovator, has launched its latest innovation: Activia+ Multi-Benefit Probiotic Yogurt Drinks, packed with billions of live and active probiotics, helps support your gut health, plus it has Vitamin C, D, and Zinc to support the immune system, too.
Drenik: A large part of bringing these new products to shelves is the marketing strategies behind them – who is the audience for this new product and why is there a growing interest in gut health and immune support products?
Bright: Activia+ is for anyone looking to incorporate foods that provide immune and gut support into their health routine. Our marketing efforts are largely focused on Millennials, as research has shown they are looking to food for health and functional benefits at higher rates. However, research shows that 44% of U.S. consumers are interested in yogurt to help support their immune system (National Center for Complementary and Integrative Health) Our goal with this campaign and the introduction of Activia+ was to give Activia a more modernized aesthetic while introducing a new product that helps address the demand from this younger, health- and wellness-conscious consumer.
Drenik: With new research and studies on the topic of gut health making news more often, how does Activia position its products, research, and innovations in this growing industry?
Bright: Activia underwent a repositioning to evolve from a product providing a digestive benefit to being a modern, holistic gut health leader, which is why we launched the “A to Z Your Gut Is Where It All Begins” campaign in July 2020. The campaign directly targets younger audiences like Millennials, highlighting the importance of the gut and all the ways it can affect how we feel, physically and emotionally, as we know they’re looking for health and functional benefits in their foods. Activia+ is only the start. We will continue to build our modern voice, credibility, and superiority to engage with younger consumers with relevance.
Drenik: Looking ahead, what trends are you anticipating this year as it pertains to yogurt and other functional foods?
Bright: Gut health has become the core of wellness, and it’s one of the most in-demand benefits for consumers today. In fact, gut health products are among the fastest growing, especially when combined with other benefits such as immune health and mental well-being.
Plant-based is certainly a macro trend, and Danone has introduced multiple dairy-free yogurt alternatives. At Danone, we see flexitarianism not only as a growing trend but as a simple way to help support both personal and planetary health. A recent consumer survey we commissioned found that 20% of Americans identify as flexitarian or reducetarian (Danone Flexitarian Consumer Survey). Meanwhile, only 3% of Americans identify as vegetarian and only 2% as vegan according to a recent Prosper Insights & Analytics survey, demonstrating their desire for a more non-restrictive plant-forward style of eating that enables them to get the nutrition benefits they want and need without abandoning the foods they love.
Prosper – Regarding Your Health What Are You Doing
As a leader in both plant-based and dairy products, we consider ourselves a flexitarian company and continue to find ways to innovate and introduce new options to address this growing consumer eating style.
Drenik: Thank you so much Laurel for your time and insights on the link between gut health and overall immune system support. Only fascinating to get your take on functional food trends.
